Remote work has gone from cultural perk to the new reality. And while IT can quickly scale up tools like real-time video and chat, it's harder to implement new processes and tools for the asynchronous, spontaneous and agile work of teams usually working in close quarters.In this webinar, we'll cover learnings from world-leading brands on how you can use this new appetite and necessity for digitalization to quickly share new research and information and transform your insight management, for the better.
Artificial intelligence in market research: from hype to reality! Sharing two successful case studies with pioneering clients & academia. Meet Galvin, the intelligence Insight Activation Studio assistant, and Minority Report in research communities. These two successful case studies prove that we dont have to talk anymore about what AI can mean for the market research industry, but that we can actually show how it works and demonstrate real results. Build, measure, learn ... share!
Snapchat, Instagram, Pokemon Go, Uber and Venmo are just few of the app brand launches of the past five years that have gobe on to become household names. Using the wide range of connected data at its disposal, YouGov set out to understand the most significant factors driving adoption of successful mobile apps in the US, and identify the apps with the highest propensity to take off in 2018. We belive that the apps with the greatest likelihood to "fly" in 2018 are Moviepass, Wish, and NewsRepublic. This paper outlines the research methods, rationale and insights that led to this conclusion.
Artificial intelligence in market research: from hype to reality! Sharing two successful case studies with pioneering clients & academia. Meet Galvin, the intelligence Insight Activation Studio assistant, and Minority Report in research communities. These two successful case studies prove that we don't have to talk anymore about what AI can mean for the market research industry, but that we can actually show how it works and demonstrate real results. Build, measure, learn ... share!
Now the Eco-system of marketing is highly digital. How could traditional market research be part of it? Based on our practice, there are 4 steps: objective-oriented, connecting proper data sources, being product on cloud and professional service.
This study will clarify consumer segmentation in speed of acceptance of new products and the possibilities for defining early adopters within FMCG category purchasers, based on actual sales data. The consumer segmentation could be a new product evaluation index, and understanding the profile of early adopters might help communication strategies and improved target understanding.
This paper demonstrates how intelligent analyses of existing single source databases can help identify key groups of 'early adopters'; not just in terms of demographics, but in terms of lifestyle and attitudes and internationally. It also demonstrates how attitudes are more important in defining this group in combination with demographics than either element alone. For successful new or old product development, locally or globally, understanding this group is key. This paper also identifies how to best reach 'early adopters', which media to use and which message to deliver, using the breadth and depth of Global TGI data to help ensure that the advertising message 'sticks'.
This paper describes a research project born of a business need at Procter & Gamble. Management had the vision that adoption of our new innovations could be accelerated if we could identify those consumers with the highest likelihood of being Early Adopters. We would ask them to try initiatives long before market introduction and reap the benefits of their feedback; find what social norms reinforce or suppress product acceptance and how to optimize communication benefits. The biggest reward will be turning many of the Early Adopters into credible advocates for our innovations and thereby creating a tipping point and virtuous cycle. Identification of the Early Adopters, therefore, became a top priority for P&G's Consumer & Market (CMK) Department and Europanel, partner agency in the project. The paper discusses the powerful learnings generated from this research and how these have become enablers for P&G to apply diffusionistic marketing ideas at all phases of an initiative - before launch, at launch and on an on-going basis - to help commercialize innovation faster, cheaper and more effectively.
One of the significant issues facing brand owners is the successful introduction of new products and/or services to market. The importance of facilitating new product diffusion is increasingly important with the escalating costs of entry into many markets. One way of enhancing the chances of success is to target those who are most likely to try new products and have wide 'connected' networks. Such early adopters and opinion leaders may, it is hoped, then spread the word explicitly or implicitly through their purchase behaviour. This paper provides insight into this diffusion process in two ways: firstly a literature review of related research and, secondly, empirical evidence from original research undertaken in the United Kingdom, Germany and France.
Understanding the process by which new ideas, products and services are picked up, communicated and adopted is key to the success of developing both new and old products. In each case, Early Adopters are the group to watch closely but how can they be identified. Are there common denominators which define this group both nationally and internationally?
Successful marketing today requires continuous identification of those consumer groups that are more open-minded towards new or relaunched products and services. Those persons frequently characterised as early adopters or drivers of innovation represent a valuable source of information, which can be used to elicit potential success or failure of products and/or brands. Consequently market research is often asked to outline and describe this particular consumer segment. A method is described which can be successfully implemented to gain an extraordinary and sophisticated identification of the relevant consumer segment in practical marketing research.